Describe the challenges and key objectives
The challenge was to directly address potential applicants. And to do so in an unexpected way that would leave a lasting impression and underline that an internship at Heye brings great opportunities for both sides.

Describe the brief from the client
The task was to encourage young talent to participate in an internship at the advertising agency, Heye.

Describe how you arrived at the final design
We reasoned that we should address the potential interns exactly where they would be found the easiest: at their place of study. So we sent a mailing to the learning-institutes that train in the fields of design and advertising. Like this we played with and broke from well-known clichés – by simply using them. To make it clear that during an internship at Heye & Partner one would not be bored by working at the photocopier or coffee machine, we introduced the Heye Idea Coffee.

Give some indication of how successful the outcome was in the market
Since inception, we’ve always got fresh coffee and many happy interns, because the number of applicants has clearly increased…